Nigerian financial services company, First Bank Nigeria (FBN) Holdings PLC, rebrands as First HoldCo Plc
Nigerian financial services company, First Bank of Nigeria (FBN) Holdings Plc, announced its rebrand as First HoldCo Plc, as part of plans to create a uniform identity across all its subsidiaries.
Last week, Nigerian financial services company, First Bank of Nigeria (FBN) Holdings Plc, announced its rebrand as First HoldCo Plc, as part of plans to create a uniform identity across all its subsidiaries.
The move, which was approved at the 12th AGM of the holding company in November 2024, aims to unify the company’s diverse businesses—FirstBank, its flagship and iconic commercial banking subsidiary which has been around since 1894, and its growing investment and insurance arms—under a single identity.
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According to the company, the transformation and rebranding is a pivotal milestone in its journey to redefine its identity, unify its subsidiaries, honour its heritage, and solidify its leadership in the financial services industry. “The new name reflects a forward-looking vision rooted in a timeless legacy of trust, resilience, innovation, and exceptional service delivery,” the announcement reads.
The group, however, added that it will retain First Bank Nigeria Limited as its flagship brand (that is, its bank branches across the country will continue to carry the FirstBank name), while it will adopt new, unified names for its other subsidiaries in Asset Management, Capital Markets, Securities, Trusteeship, and Insurance Brokerage.
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The company said it wants to make it easier for customers to identify all its different services—from regular banking to investment management and insurance.
Wale Oyedeji, Group Managing Director of FBN Holdings, said, “The rebranding represents more than a name change; it is a renewal of our purpose, vision and commitment to delivering world-class financial solutions to our stakeholders. It allows us to unify our identity across subsidiaries and geographies, creating a strong, cohesive brand that reflects our leadership position in Africa and sustains our global presence.”
He added, “We are better positioned to meet evolving market demands while strengthening the trust that has defined our relationships for over a century.”
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The rebranding, which is subject to regulatory approvals, reflects the company’s evolution from a single-bank entity to a diversified financial conglomerate. “First HoldCo is a well-diversified and one of the largest financial services organisations in Africa,” its website notes.
The “HoldCo” in the new name stands for “Holding Company”—simply, it’s the parent company that owns FirstBank and other financial businesses under the group. “[First HoldCo] is structured along Commercial Banking, Asset Management, Capital Markets, Securities, Trusteeship, and Insurance brokerage. FirstHoldCo drives the Group coordination, collaboration, and synergies across the business groups to deliver innovative financial solutions,” its website explains.
